The Influence of Service Quality, Satisfaction, and Loyalty on Word of Mouth Intention Among BPJS Ketenagakerjaan Participants at Banyuasin Pangkalan Balai

The role of BPJS Ketenagakerjaan in providing social security, particularly for informal sector participants, is crucial in supporting individuals with high levels of independent decision-making. This research aims to investigate the influence of service quality, customer satisfaction, and loyalty on word-of-mouth (WOM) intention among participants of BPJS Ketenagakerjaan at the Banyuasin Pangkalan Balai Branch. A quantitative research method with a causal approach was employed, involving a survey of active participants who had previously made service claims. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression. The results reveal that service quality, satisfaction, and loyalty significantly and positively affect WOM intention, with loyalty emerging as the most influential factor. The model explains 75.8% of the variation in WOM intention, while the remaining 24.2% is attributed to other factors. These findings underscore the strategic importance of enhancing service quality, customer satisfaction, and loyalty to boost WOM, providing valuable insights for the management of BPJS Ketenagakerjaan to improve participant engagement and organizational reputation.